Formula One stars Sebastian Vettel and Lance Stroll celebrate new partnership between Peroni Libera 0.0% and Aston Martin Cognizant
Aston Martin Cognizant Formula One team announce multi-year partnership with Peroni Libera 0.0%
Super premium alcohol-free beer Peroni Libera 0.0% has announced a multi-year partnership with the Aston Martin Cognizant Formula One Team. Racing drivers Sebastian Vettel and Lance Stroll, both members of the British marque’s new F1 team, were on hand to announce the launch on 25 February with a video in which they shared some of their favourite cars and racing experiences.
The partnership is announced ahead of the 2021 Formula One World Championship, which sees the highly anticipated return of Aston Martin Cognizant to the grid after more than 60 years. The team’s chairman Lawrence Stroll said: “We are thrilled to welcome Peroni Libera 0.0% to the Aston Martin Cognizant Formula One family, and we are delighted that two such great brands will be in partnership from the very start of Aston Martin’s historic return as a team entrant to the top tier of global motor racing after an absence of 61 years.
“This partnership is another boost to the team ahead of the new season and is an opportunity to bring together two iconic brands on a unique journey in Formula One. We look forward to immersing Peroni Libera 0.0% into the team and achieving the brand’s global growth ambitions through the platform of Formula One.”
The “crisp and refreshing” alcohol-free beer, created with signature Italian Nostrano dell’Isola Maize, will be served at prestigious events across the F1 calendar, including Grand Prix events around the world. The partnership plays a key role in the ambitions of the Peroni brand’s parent company, Asahi Europe & International, to have 20% share of their portfolio dedicated to non-alcoholic products by 2030.
“This is a landmark moment for Peroni Libera 0.0% and an opportunity to take our alcohol-free beer brand Peroni Libera 0.0% to consumers through the platform of Formula One. By partnering with the Aston Martin Cognizant Formula One team we believe we are creating an alliance of two iconic brands with fantastic synergies around style, heritage and passion,” says Richard Ingram, global brands director at Asahi. “As health and wellbeing continues to drive innovation in the beer category, this partnership will widen the awareness of Peroni Libera 0.0% to ensure it remains the number one choice for those seeking an aspirational non-alcoholic option as part of their balanced lifestyle. We look forward to telling that story to the world throughout the 2021 Formula One season